Women’s Sport Week 2016

In our second instalment of special guest interviews to celebrate Women’s Sport Week 2016 we spoke to Baroness Sue Campbell, Head of Women’s Football at The FA. A former England netball player and coach, Baroness Campbell assumed her position at UK Sport in 2003, a year in which she also received a CBE for her services to sport. In that role, she was responsible for the strategies that led to Team GB’s record-breaking performance at the London 2012 Olympic and Paralympic Games. Baroness Campbell’s appointment to Head of Women’s Football in 2015 was made at a time when the sport has been enjoying an upsurge in popularity and is a real opportunity for her to help shape the future vision and strategy for girls’ and women’s football.
This year you were appointed as Head of Women’s Football for The FA. Tell us a bit more about this role and why it appealed to you?

It is a great privilege to be working as Head of Women's Football. So much has already been achieved, but it is now the time to take the game to a new level and ensure it realises its potential. My role is to work with everyone in the game to develop a new national strategy – doubling the number of women playing the game, doubling the fan base and achieving consistent success on the International stage.

How important is the women’s game to The FA? Martin Glenn has said it is a ‘priority’ for The FA but what does that mean?

Martin is very committed to support the development of the women's game and has made it a top priority for the whole of the FA. There is enormous enthusiasm, passion and support within the football family to get this right.

What is your vision for Women’s Football in the UK? What do you think the “step up” is after the Lionesses’ success in Canada at the 2015 FIFA World Cup?

The game has huge potential to grow and develop at every level. The success of the England team in Canada has raised the profile of the game and set new expectations. The next step is to provide a wider range of opportunities for young girls and women to play, coach and officiate, create a clear talent pathway that is accessible for all girls – no matter where they live – and develop a sustainable, successful high-performance system.

How much do you think it is lack of opportunity vs. challenging perceptions that limits the number of female players coming through?

It’s both! We need to provide a range of opportunities that meets the needs, interests and motivations of all girls and women – whether they wish to play for fun, fitness and friendship or they even have an ambition to play at the highest level. But we also need to change the brand and image of the game and develop a wide-ranging communication plan to reach more girls and women.

What power does football have to change the lives of girls and women in society?

There are some massive challenges facing girls and women in society. Growing issues over their physical and emotional wellbeing, the potential negative impact of new technologies leading to bullying and isolation, a growing complex, multi-cultural society and a lack of employment and leadership opportunities. No sport on its own can resolve these challenges, but the strength of the football brand, combined with the massive potential to grow the game means that football could make an immense contribution to women's role in society.

What do you think needs to change to get girls into sport in their early formative stages of their life?

There is no question that basic physical literacy should be in every primary school and that all sports can play their part in providing support to schools, developing quality after school programmes and providing a range of community opportunities so that all girls can experience and enjoy being active. Primary years can motivate or deter young people for life, so we have to get it right!

Does it trouble you that the likes of Manchester United have no senior women’s team? Is there a plan to get more support from the Premier League?

The teams in the FA WSL are there because of the commitment and excellence of highly motivated individuals who are passionate about the women's game. We want to spread that passion and get more people working to improve opportunities for women to play and succeed in the game. One of my first meetings was with Richard Scudamore at the Premier League, because it is important that we all work collaboratively to achieve the ambitious targets we have set for the women's game.

Are there other governing bodies in the world of women’s football and sport that you are taking inspiration from?

There is always much to learn from everyone across the world of football and in other sports. But I am sure the majority of the country was inspired by the GB women's hockey team’s performance in Rio. It was the style of their success that was so impressive. The very best of women's sport. It would be wonderful if we could have a GB football team in Tokyo to inspire us all.

If you could change just one thing in women’s football, what would it be?There is much to be proud of in the women's game. The key to achieving many of our goals is to attract the investment and marketing support of a range of commercial partners committed to the women's game.

How important is continued commercial investment for women’s football in this country?

Very important at every level. We will be seeking corporate partners who can work in partnership with us to market the game to girls and women across the country and whose business mission aligns with ours.

What do you think is the biggest area of opportunity for a brand in women’s sport?

Any brand coming into the game at this point will be entering girls’ and women's sport at a time when the physical and emotional well-being of young women is a major growing concern. Investment in women's football is an investment in the future health of the game, women and society as a whole. It is the opportunity to transform a generation of young women.

This week it is Women’s Sport Week. Can you see a time when we won’t need special weeks to raise awareness of women’s sport and how far off are we from that time?

The special focus on women's sport is key to raising awareness and celebrating all that is being achieved by women at every level of sport. The media have gradually improved their coverage of women's sport, but we still have a very long way to go!

Who do you currently think are the greatest role models in women’s sport?

Women's sport has many individual role models and the members of the England women's football team are among the most inspiring. It is not just their achievements we should celebrate but the journey they have taken to get there – overcoming so many barriers and setbacks to reach their goal. At the grassroots end of sport, my role models are the volunteer coaches who turn out in all weathers to support their players and develop their talent.

Who is your biggest influence on you when you were younger and now?

The biggest influence on me as a young person was my dad, closely followed by my PE teacher. Today I am inspired by young people who, given a chance, always amaze you!

Why Eni Aluko’s Under Armour Deal Is Bigger Than You Think

“Aluko’s unique position as a role-model to women and girls alike takes Under Armour in to a space where they can truly connect with consumers”

Last week marked another welcome breakthrough for women’s sport. Under Armour announced a long term sponsorship deal with Eni Aluko, the first of its kind for a WSL player, making the England international the first UK based female footballer to join #TeamUA.

But while we celebrate another positive step forward for women’s sport, we must also take a minute to applaud Under Armour. In signing Eni Aluko they have taken themselves into a new space. Forget Lionel Messi. Ignore Neymar. They both have their (obvious) merits. Eni Aluko is the secret weapon.

So why is this partnership so special?

As a female athlete (who, by the way, has been instrumental in raising the profile of the women’s game here in the UK), Aluko has the power to transcend football. Her impact will be bigger than selling a pair of football boots. With over 100 England caps to her name, Aluko has arguably been the most high profile advocate of women’s football over the past five years and is hugely respected within the game. After becoming the first female footballer to appear as a pundit on Match of the Day, Aluko headed to the European Championship’s in France this summer as part of ITV’s broadcast team. Suddenly we have an athlete that is not only inspiring girls to play football, but inspiring women within the wider confines of sport. She is famous for her determination and drive to succeed both on and off of the football pitch.

And guess what? Under Armour share these values. A match made in heaven may be a slight exaggeration, but it’s pretty special. The brand are no strangers to addressing stereotypes that exist in sport. In fact they are proud of leading the way in this field. In 2014 they made headlines with their (literally) hard-hitting ‘I WILL WHAT I WANT’ campaign alongside Gisele Bündchen. The point of the campaign? To inspire. To break down barriers. To overcome.

So, this is where the next 12 months will be interesting. Under Armour must now activate this sponsorship in a way that is only possible with a female athlete in Aluko’s position. Her unique position as a role-model to women and girls alike will take Under Armour in to a space where they can truly connect with consumers. Challenges that women and girls face in sport can be addressed and the next generation of young aspiring female footballers can be inspired. Eni Aluko is the only athlete on Under Armour’s UK roster that can tell this story in a truly credible way.

Will other brands follow suit?

Although they are the first sports brand to strike a long term partnership of this kind with a WSL player, it would be naïve to view Under Armour’s investment in women’s football as a risk. While a recent SSE campaign proved that Aluko is already a massive inspiration for girls around the country, the potential value for brands working in women’s sport is great.

According to Sport England, there are over 7 million women engaging with health and fitness in the UK today. 75% of women want to get into sport and those participating is increasing at a faster rate than men. Couple this with the fact that women’s buying power combined with increasing influence now drives 70-80% of all consumer purchasing in the household (Ernst & Young) and you have a marketing formula that is going to work.

As Synergy’s recent ‘This Girl Does’ event uncovered, brands must connect to their audiences in an authentic way in order to engage. When you talk to people in the right way, they can’t help but want to get involved. Sport England’s #ThisGirlCan campaign proved this by shifting women’s perception to feel like sport is a place where they can be.

So, what next?

In Eni Aluko, Under Armour now have the opportunity to engage with women and girls in a unique way. Let’s hope they do it. We can’t wait.

Pogba + United + adidas – The perfect marketing match?

An announcement under the hashtag #Pogback at 12.30am signalled Paul Pogba’s return to Manchester United after four years at Juventus. The boy who left England with bags of potential has come back as a man to finish what he started with his first senior club.Whilst Jose Mourinho has signed Pogba for purely footballing reasons, it’s clear the club, adidas and the player himself will all benefit commercially from this new partnership. From a marketing perspective it seems to be the perfect match.One of the biggest personalities and most exciting young players in the game has joined the biggest club in the world, which is just starting its second season with kit supplier adidas, for whom Pogba is already a key ambassador.

Signing up Pogba on a £31m 10-year deal earlier this year has helped adidas create a fresh, new look that capitalises on the Frenchman’s unique style, individualism, flamboyant nature and flashy personality. He has been the figurehead of the brand’s #FirstNeverFollows campaign, a brand position that builds on the previous #ThereWillBeHaters activation and mixes football, fashion and music. The aim of this is to appeal to the younger audience, the next wave of potential adidas consumers, and win them over from newer brands like Under Armour and New Balance, who are challenging the more established giants.

Pogba gives adidas a point of difference over its rivals, such as Nike, who were also competing for his signature. He wasn’t signed just as a face to shift trainers, but as a catalyst to help change the nature of adidas’ football marketing…to make his mark on the brand itself.

From United’s viewpoint, Pogba and adidas also help the club reach a younger audience, an audience that may be swaying towards supporting Manchester City, Real Madrid, FC Barcelona or another of Europe’s big clubs.

Pogba will be the face of both United and adidas for years to come. He hasn’t returned to Old Trafford for just one or two seasons; he will surely be there for a significant proportion of his career. He represents the new United, forging a new identity in the post Sir Alex Ferguson, era under the leadership of Mourinho.

Adidas, like other sponsors, do not get a say in the club’s transfer activity (although they may have had a quiet word in Ed Woodward’s ear), but for them shirt sales are clearly critical. Aligning one of their big ambassadors with one of their biggest clubs (alongside Real Madrid) will have been music to the ears of adidas, as the ‘POGBA 6’ United shirts start flying off racks around the world.

One of the reasons adidas teamed up with United in the first place is because the club has a huge fan base in the US and Asia, both target markets for the German sports brand. Pogba will help to gain cut-through in those markets.The French midfielder’s social channels have more than 13m followers. For United, this offers an opportunity a reach a new audience; whilst for Pogba, joining the Red Devils will no doubt see this figure grow and grow, as has happened with other recent arrivals to the club – a win-win. And adidas can utilise this massive reach to push out branded content and messaging to his adoring fans.This branded content played a role in the announcement of Pogba’s capture. Adidas teamed up with UK grime artist Stormzy to record a short piece of music-focused film featuring Pogba that matches the #FirstNeverFollows theme, announcing the player’s arrival at United. We are likely to see more dual-branded content like this appear as adidas and United push Pogba to the front of their marketing activity and his global appeal spirals skyward.

EURO 2020: Why Brands Should Set Their Field of Vision Beyond 2016

As UEFA EURO 2016 reached its conclusion, over 300 million football fans tuned in to watch Cristiano Ronaldo and his supporting cast claim the Henri Delaunay Cup in St Denis. But for brands and potential sponsors, eyes should now be trained on a different footballing prize: the opportunity to sponsor UEFA EURO 2020 and the associated UEFA national team competitions.
Following the co-hosted tournaments of 2008 and 2012 – in Austria–Switzerland and Poland–Ukraine respectively – EURO 2016 saw a return to traditional single market hosting. 24 teams, their fans and the eyes of the football world zero-ed in on France for a Gallic festival of football. Its successor, four years hence, will have a very different flavour.Michel Platini may have been suspended, but his 2020 vision remains – a ‘EUROs for Europe’. The 16th edition of the tournament, on its 60th anniversary in 2020, will visit 13 cities in 13 different European countries. It will be the first major football tournament to span more than two countries. Truly, a European Championship.“The EURO will never have better lived up to its name. It will be a EURO of unity and
shared experiences…and with one single language: football.”
–Michel Platini

Unsurprisingly, the idea has polarised opinion. Some have questioned Platini’s motivation – the commercial potential of an enlarged and expanded tournament? Political expediency given the paucity of credible bids to host in 2020? Or ensuring a wide European power base in his now discredited bid for the FIFA presidency? Critics have also been quick to highlight the logistical complexities, the cost for fans wanting to follow their team across the continent, and the loss of the local flavour and ‘host nation spirit’ that often defines international tournaments. Sepp Blatter, of all people, argued that it would ‘lack heart and soul’ – in contrast to Russia 2018 or Qatar 2022, no doubt.

Even if you don’t buy Platini’s ideological rhetoric, it is easy to see why many National Associations and their fanbases are supportive. Nations who would never have had the stadia, infrastructure or finances to contemplate hosting a tournament – particularly the enlarged 24-team version – will now be able to stage a number of EURO matches. Denmark, Hungary and Romania are among the nations hosting three group games, plus a round of 16 games – a fantastic prospect for their local economies and football supporters.

Amid these differing perspectives, what of the opportunity for brands? Initial reaction from existing UEFA sponsors was relatively guarded – adidas commented that ‘we see a lot of potential in UEFA’s plans for EURO 2020’, and Carlsberg described the plans as ‘interesting’. Neither exactly a ringing endorsement, but there is no benefit in showing their hand too early, or too publicly. Clearly there are significant operational challenges for brands in managing a tournament sponsorship across myriad markets, but there are also plenty of reasons why CMOs should give EURO 2020 serious consideration.


The reinvention of EUROs goes beyond the evolution to a city-based model for 2020. The whole structure of National Team football in Europe is being reinvented. Out go the majority of meaningless friendly matches, in comes a new competition called the UEFA Nations League, a UEFA Nations League ‘Final 4’ tournament, a streamlined qualification process, and a more centralised UEFA-controlled rights programme. It may take a while for brands, and fans, to get their heads around the changes (explained in detail here), but the implications are clear: more competitive and meaningful matches; headline tournaments over three consecutive summers (Final 4 in 2019, EUROs in 2020, Final 4 in 2021); and ultimately a broader brand activation platform with more ‘tent poles’ over a four-year cycle.The new structure requires long-term planning and lends itself to a considered strategic approach, both over time and across markets. How should activation be prioritised across Nations League, Final 4, qualifiers and the EUROs? Are the subsidiary opportunities testing grounds for EURO campaigns, or do they require different insights and strategic considerations? Waking up to the opportunity a year out from EURO 2020 will mean you’ve missed much of its potential.It may take time to build equity in the Nations League, and for winning the ‘Final 4’ to develop prestige and cachet. But brands prepared to take a slight leap of faith, rather than stand on the side-lines, will no doubt be rewarded. Fingers crossed we can bid farewell to consolidated perimeter board purchase across European football – those largely unstrategic media buys for brands wanting instant exposure – and that those federations who have retained some control of some inventory will reserve such assets for their long-term brand partners.


It is almost too obvious to state, but the new structure means more matches, featuring more nations, hosted in more countries, engaging more fans. It is hard to see how that wouldn’t create a greater opportunity for brands, particularly those with commercial interests across the region. It will certainly help that four of the traditional ‘Big 5’ markets – England, Spain, Italy and Germany – have been selected for EURO 2020 hosting duties. Having 13 host markets presents a far more balanced activation opportunity than traditional tournament structures, where there is an inevitable concentration of value in the host market. And it potentially makes the investment decision that much easier, with fair share contributions from all host market budgets, without one market having to stump up the lion’s share.

“Getting your message across the whole of Europe is more attractive, it’s more effective.”
–Karen Earl Chairman of the European Sponsorship Association

More host nations means more stakeholders with skin in the game, on the hook to stage a successful series of matches. So, more governments supporting their federations, more tourism agencies championing their host cities, more federations mobilising members, volunteers and schools. There may even be a hint of competition between the hosts to deliver the most celebrated EURO 2020 experience. It all adds up to a very broad stakeholder group, and broader engaged communities, with new budgets, collaborations and partnerships for brands to explore and exploit.


The perception of EURO 2020 will be all-important for brands signing on UEFA’s dotted line. Will the tournament lack a coherent identity, and should that put sponsors off? Tournaments are often designed in their host’s image, taking stylistic cues from the national identity of the host market. But that often leads to a creative straight-jacket for sponsors, and some pretty generic approaches – see 2014 FIFA World Cup for the proliferation of ‘Brazilian’-themed campaigns.

EURO 2020 is more of a blank canvas, and ‘European-ness’ a less tangible characteristic. You could argue that it is more a political than cultural construct, particularly in light of ‘Brexit’, and there could certainly be some interesting geo-political considerations at play for brands talking up the power of football to ‘unite’. Regardless, the tournament should provide a creatively liberating opportunity for brands to anchor their insights and creative ideas in the traditional themes of football, unencumbered by an overtly national tournament identity.“(EURO 2020) will be decidedly continental and profoundly European.”
–Michel PlatiniPress coverage has a huge influence on the tournament perception, and this is another area where EURO 2020 could break the mould. There is a fairly established news agenda around major international tournaments – successful hosting bid announced; concerns raised over the cost of staging the event; nervousness about readiness of stadia; post-event harping about the financial burden, the white elephant stadia and the dreaded ‘L’ word. With EURO 2020, there have been no grand promises to create a lasting ‘legacy’, not one new stadium built, and the financial burden has been spread 13 ways. There may be other issues that render the event a journalistic punching bag, but brands can hope for a much more positive dialogue around their showpiece sponsorship property.INNOVATION AND FLEXIBILITY

Two words not often associated with global rightsholders. However, the restructuring of European National Team football could be seen as an indication that UEFA are prepared to rip up the rule book and embrace new ideas and approaches. Certainly, our recent discussions with UEFA suggest a genuine willingness to explore new rights and opportunities. The fact that they have been consulting brand-side agencies such as Synergy to sense-check brand requirements ahead of the sales process augurs well.

On a practical level, UEFA are unencumbered by any existing sponsor relationships. The current cycle ends in 2018, so it is a clean slate for brands champing at the bit for a piece of EURO action. Apparently all categories are fair game, so we could see a dethroning of erstwhile EURO partners such as adidas, Carlsberg and McDonald’s, and those traditionally locked out given access to the biggest party in European football. The sponsorship structure is still to be confirmed, but there will certainly be packages across the entire UEFA National Team Partnership portfolio, and specific EURO 2020 packages would make sense. It will be interesting to see whether UEFA countenance more flexible brand partnerships – such as localised deals specific to individual hosting markets, or title sponsorship of the Final 4 tournament. The ability to prioritise investment according to business footprint and priority markets would be a strong selling point for many brands.


Arguably the most important question for any CMO will be ‘Is my audience interested?’ EURO is a proven concept, with interest and viewing figures on an upward curve. EURO 2012’s reach of 1.86 billion was a 30% increase on 2008, with estimates for 2016 sitting at 2.1 billion. The EURO final attracts a live global audience of 300 million, with the average EURO match at 150 million – higher than the Super Bowl. In the UK, the audience for England–Italy at EURO 2012 (20.3m) eclipsed even the highest sports audience for the London 2012 Olympics (17.3m). Sizeable numbers, and evidence that the showpiece tournament floats many a boat. The live cumulative audience across the entire 2018–2022 term – with the new National Team proposition – is estimated in excess of 8 billion.

Yet most assessments of fan interest to date have focused on qualitative, not quantitative, aspects – and many of them negative. The argument goes that fans will be disadvantaged by the cost and complexity of following their team across the continent, and the disparate nature of the tournament makes it far less accessible. Sure, the fans who want to follow their team throughout may have to navigate numerous European cities, but without wanting to belittle the importance of such avid fans, this is a tiny proportion in the grander scheme of things.

In fact, EURO 2020 is arguably the most accessible tournament ever: many more fans will be in relative proximity to a hosting venue and will be able to contemplate attending; matches are being hosted in major cities with excellent transport links (unlike many 2012 and 2016 host cities); and every qualified hosting nation will have two group-stage matches in their own country. Using the teams qualified for EURO 2016 indicatively, that would mean 16 ‘home’ matches played in front of local fans at EURO 2020, as opposed to the three ‘home’ group-stage matches for the French team at this year’s tournament. Creating matches with more meaning – through the Nations League – and a EURO structure that ramps up the local fervour in host markets, should ensure a highly engaged fan base for potential sponsors.

Why winning the Premier League is more than just priceless to fans

Leicester City are three points from writing their own happy ending to one of the greatest sporting stories of modern times. What’s more, their closest rivals to claiming the coveted silverware are not one of the traditional ‘Big Four’, but Tottenham Hotspur. An unlikely pairing and an unlikely tale for the richest football league in the world.

With a new name set to be engraved on the trophy, an exciting new avenue of commercial opportunities is set to be opened up, but who’s set to benefit from this?


Put simply, the club will make more money. Considerable amounts of money.

Let’s start with the basics – the winners of the Premier League will not only take home the trophy, but will also bank a £24.7m cheque for their efforts. Plus, with UEFA Champions League revenues to come for both clubs next season, they can look forward to anything between £10m to £55m of additional income. To put these figures into perspective, Leicester City’s commercial and sponsorship income in 2012 was just £5.2m.

The financial impact goes beyond just prize money – the real commercial win comes through an expanded fan base, both at home, and, more lucratively, abroad. The recent trend has seen Premier League clubs spend their pre-season on money-making tours in the Far East and America – emerging markets where they can capitalise on both fan engagement and brand investment.

Winning the Premier League will undoubtedly gain Leicester an army of new fans across the globe (their story has already won them hearts on home shores). If you don’t believe it, just look at the differences between the Twitter exchanges – both in terms of language and pure numbers – when Leicester announced they were safe from relegation in last season, to when they announced they had made the Champions League this season.

A global fan base can lend itself to a new approach to sponsorship – dividing up regions and sponsor categories to allow for the monetisation of countless deals. Manchester United claim an ‘Official Casual Footwear Partner for South Korea’, Chelsea boast an ‘Official Whiskey Partner in Myanmar’, while Arsenal have an ‘Official Telecommunications Partner in Indonesia’. Could we soon see these types of deals for Leicester?

In terms of adding fans, there isn’t just a global benefit, but a local one too. Leicester’s average attendance in the League two seasons ago was 24,990, which is close to 10,000 fans below stadium capacity. This season, you can’t get a ticket for love nor money at the King Power Stadium, with reports that touts are selling tickets to Leicester’s final game of the season for £15,000. The demand to watch the Foxes live – and be a part of the fairytale – is greater than ever.

Leicester don’t just become more attractive to potential sponsors because of the additional reach and bigger fan base. The authentic money-can’t-buy narrative will have brands falling over themselves to be part of it. In sport, the greater the odds of success, the greater the story, and the odds have never been greater in the Premier League. A Cinderella rags-to-riches story that provides a welcome relief from past rhetoric of wealth that surrounds the likes of Manchester City and Chelsea.


The Premier League will be delighted at how the season has played out. Now, they can rightly claim back their title of being the most exciting league in the world. In Spain, just three different teams have won the title over the past decade, with FC Barcelona dominating with six wins in the past 10 seasons. In Italy, again it’s just three teams, with Inter Milan and Juventus splitting the success between them, and AC Milan winning once.

This season, by contrast, the Premier League has been entirely unpredictable. The likelihood of Leicester finishing top of the table was almost impossible in August, and only a fool would have placed any money on their starting odds of 5000/1 to win the league. Don’t we all wish we were fools…?

And that £5bn the Premier League sold the broadcast rights for? It increasingly looks like better value for the broadcasters that shelled out. This exciting season has captured the imagination of fans around the world and will have re-inforced the unique appeal of English football..

As the Premier League seeks global domination in search of more riches, stories like that of Leicester City can only help. Historically viewed as the flashiest, most commercial, most money-obsessed league (both in terms of wages and ticket prices), this season has turned this stereotype on its head. Riyad Mahrez and Jamie Vardy cost the Foxes less than £1.5m combined. In fact, Claudio Ranieri’s entire squad cost a total of £54.4m – one eighth of big spending Man City, and still one third of their nearest title rivals Tottenham Hotspur.

A huge PR win for the Premier league, and let’s face it, you can’t buy coverage like this…

Yes, that’s Leicester City Football Club, on the front cover of the Wall Street Journal – heady times for the club.


Where once Wayne Rooney, Didier Drogba, Sergio Aguero and Luis Suárez were the darlings of sponsors, these household names may soon be replaced by younger, fresher names like Alli, Kane, Kanté, Vardy and Mahrez. Players catapulted from relative obscurity into the limelight, not burdened by huge deals and with the ability to make the most cynical football fan appreciate their talent. It’s reasonable to assume that they will soon be boosting their earning power exponentially through personal sponsorship deals. As an example, Rooney is estimated to be making around £5m a year from private endorsements alone.

And it doesn’t stop there. Vardy’s meteoric rise from Non-League to Premier League has been likened to that of a Hollywood script…and media reports suggest that this could actually happen. When you consider the only other movies in recent times about football careers were about the Class of ’92 – charting the most successful team in English history – and Cristiano Ronaldo, it highlights how enraptured the public are with Vardy’s story.


Most of the ‘Golden Generation’ have retired, having disappointed fans with their underachievement for over a decade. There has been a noticeable lack of excitement and enthusiasm for the national team…until this season.

Leicester City and Tottenham Hotspur boast English talent like Harry Kane, Dele Alli, Jamie Vardy, Eric Dier, Danny Rose and Danny Drinkwater. These new names have revived a nation’s hope and expectation with their young, fresh approach to the game (and beating Germany in their own backyard didn’t hurt).

This fresh crop of England players, not tainted or weighed down with past failures, will shift shirts in huge numbers before EURO 2016, which is great news for Nike. Fans have once again been drawn back towards the national team and it’s these players’ names that will grace the back of England shirts up and down the country – even Rooney’s kids want Vardy on theirs.

Mars, Vauxhall, Lidl and other England sponsors will also benefit – they have seen much of the cynicism around their prize assets disappear this season, transformed into newfound hope and positivity around the team.


It’s clear that pound signs will be flashing in the eyes of the winning club, the Premier League, the players, the FA and sponsors. The big question is whether this is a one-season wonder or the start of a new order. Can Leicester build on this and become truly dominant forces on the pitch in England and Europe, and around the world commercially?

Even Spurs, should they finish second, will have stepped out of the shadow of the dominant clubs in the Premier League and stand to gain financially off the pitch. One thing’s for certain: if Leicester and Spurs manage to continue their charge in the UEFA Champions League next season, the Big Four could start to shift uncomfortably in their boardroom chairs.

Beko kicks off Official Partner of Play campaign with animated FC Barcelona superstars

Lionel Messi and his FC Barcelona teammates came face-to-face with unique, playful animations of themselves for the first time as Beko unveiled its new Official partner of play campaign worldwide.

Global stars Messi, Luis Suárez, Gerard Piqué, Arda Turan and Marc-André ter Stegen will feature in a new short film from Beko, Premium Partner of FC Barcelona, alongside their animations. Fellow teammates Neymar Jr., Andrés Iniesta and Ivan Rakitić will also appear as animations across the campaign.

The animated players will appear in advertising, in store, in-stadia, real-time social media for El Clásico (FC Barcelona vs. Real Madrid on April 2nd 2016), on digital channels and in the media over the coming months. The campaign will feature money-can’t-buy opportunities for fans, including the chance for the ultimate play at Camp Nou.

Official partner of play is built on FC Barcelona’s skilful, attacking football played with freedom and enjoyment both on and off the pitch, a style of play that epitomises the true spirit of football. As a brand, Beko supports people in their busy lives by providing faster, more efficient home appliances, giving them more time and freedom to ‘play’ every day with the spirit of FC Barcelona. The Official partner of play sits within a new brand positioning – the Official partner of the everyday – which establishes Beko as a truly consumer centric brand, at the heart of everyday life showing how people can rely on Beko as their everyday partner.

Tülin Karabuk, CMO at Beko Global, said: “As FC Barcelona personifies the spirit of play and freedom, the Official partner of play is the perfect message for us to communicate our values to millions of fans around the world. We want to put a smile on their faces and engage with them about the sport they love. Beko knows that every day there are people who need solutions for their busy and often unplanned lives. Therefore, we ensure all of our products are designed with our consumers’ everyday needs in mind to give them more time to play.”

Francesco Calvo, Chief Revenue Officer at FC Barcelona, commented: “We are delighted to work with our partners at Beko for the launch of this new campaign. Activations such as these help us to connect with our fans around the world. FC Barcelona has a tradition of playing with a smile, a fun style of attacking football and winning games with sublime moments of skills, so we think that this new campaign by Beko is very fitting for the club.”

Watch a video introducing the eight FC Barcelona animated players at the YouTube link below:


Download an image of Lionel Messi, Luis Suárez, Gerard Piqué, Arda Turan and Marc-André ter Stegen meeting their animations here:


Download an image of the eight FC Barcelona animated players celebrating here: http://we.tl/Y4Ex1O6nuS

Media relations contact:

Steve Spencer



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Roman’s New Empire: Why Chelsea’s New Stadium Bucks The Trend

Chelsea’s new stadium by Herzog & de Meuron

Towards the end of last year, Chelsea (finally) submitted plans for their new stadium on the Stamford Bridge site – something of particular interest to me as both a fan and architecture graduate. The release of the designs was followed by the now obligatory social media backlash. A run through comments on various news sites brought up comparisons with a slinky, an ash tray, a filter and, my personal favourite, an egg slicer. Factor in the Gherkin and the Cheese Grater and London is one Baguette away from a rubbish sandwich.

But despite these ‘creative’ insights, I like it.

The UK is littered with identikit stadia, distinctive for their plastic facades and truss supports. In the Premiership, Swansea, Southampton and Leicester’s grounds are almost indistinguishable. The story is much the same in the lower leagues. Reading’s stadium, for example, sticks out on the town’s outskirts like a grey Lego/K’NEX hybrid toy.

I will concede that these teams have an excuse. Many old grounds were in need of an overhaul and the ‘off the shelf’ nature of these pre-fabricated stadia appear the most cost-effective way to improve the match day experience. However, that excuse holds less weight when you consider the super rich teams at the top of the Premier League.

The Emirates stadium cost £360M to build and, whilst impressive in scale, is largely a bland mass of coloured plastic and glass. The Etihad bowl isn’t much better and it looks like Tottenham will be heading the same way too.

There are lots of examples of great stadium design out there. However, the sad fact is a lot of them rarely get used.

The most interesting venues seem to be saved for one-off tournaments – the Olympics and World Cups. It was great seeing 80,000 people pack into London’s iconic Olympic Stadium to watch ‘Super Saturday’ and witness the enthusiasm for football across South Africa’s impressive array of World Cup venues. But there is an under-lying problem. What happens to these stadia following the tournaments’ conclusions?

The notorious issues of legacy and spiralling budgets seem an inescapable side-story to international tournaments. Brazil’s organisation of the 2014 World Cup and 2016 Olympics, both mired in debt and political controversy, is a very current case in point. Montreal’s Olympic Stadium, the debt of which was only paid off 30 years after the 1976 Games, another.

In the UK at least, football is the only sport both lucrative and popular enough to fund such ambitious design, with the Olympic Stadium viable proof. For all Lord Coe’s rhetoric of a strong athletics legacy, we needed West Ham to step in as permanent tenants (landing the deal of the century in the process) to justify the construction cost.

‘The Big O’ designed by Roger Tallibert

You may question why the design of a stadium is actually that important, considering its principal function is purely to seat fans and showcase the sport. However, I would argue that the best venues in the world – iconic landmarks such as the old Wembley, Lord’s and Fenway Park – accomplish much more than pure function.

The reality is most people who encounter these huge arenas do it from the outside and never actually enter, particularly in a prominent city location like West London. Therefore, exterior form and contribution to the local area are crucial.

Looking at Chelsea’s new stadium, the brick piers are the most prominent feature and, in my mind, also the most successful. They give a sense of occasion and celebration which typifies a football match. Two thousand years ago the Romans needed an arena with the grandeur of the Colosseum to do its festivals justice. In the 19th Century, the Victorians advertised their industrial prowess through magnificent train stations, which we still use today.

Monumental brick piers at the new Stamford Bridge

Sport has an equal social impact on our generation. It is part of our national culture and deserves a significant legacy. Somehow I don’t see the Etihad stadium lasting the next 100 years. At least the robust piers of Chelsea’s new stadium look like they might.

The Chelsea project is also in safe, responsible hands. Herzog & de Meuron (the former an avid football fan and player) are excellent architects with an outstanding track record in stadium design. The Bird’s Nest in Beijing is their most famous work but the new stadium in Bordeaux is equally stunning. Add to that the colour changing Allianz Arena and it makes for a fairly impressive portfolio.

Of course premium design comes at a price, so good on Mr. Abramovich for splashing out on bricks over plastic. Not everyone will like it but at least it makes a statement. A stadium is more than a way to make money from fans. It is a club’s home, steeped in heritage and history, a pilgrimage destination made by thousands every week. Chelsea deserve huge credit for bucking the trend and giving their fans an interesting venue to come to. It might even do some good for the reputation of football, and wouldn’t that be nice for a change?

adidas & Manchester United: Keeping Their Eyes on the Prize

Back in late 2014, Synergy cut through the wave of commentary on the record-breaking £750m adidas kit deal with a value-based view on whether the deal would be worth it.

According to adidas CEO, Herbert Hainer, it has.

However, in a recent interview with German newspaper Suddeutsche Zeitung, Hainer appeared to place equal emphasis on United’s style of play, saying “Business with Man United is going very well, we sell more shirts than expected. We are satisfied….even if the current playing style of Man United is not exactly what we want to see.”

And, sure enough, it’s Hainer’s comments on the United playing style which have hit the headlines…with many football fans agreeing with him.

But as adidas CEO, responsible for maximising value for shareholders, aren’t Hainer’s remarks concerning the £ value added to adidas’ bottom line more interesting? Is it not more remarkable that a £750m deal, regarded by many sports marketing experts at the time to be too expensive, is in fact outperforming sales expectations? As I’m sure Manchester United manager Louis Van Gaal would insist, sports marketers and newspapers should focus on the value-based facts and figures like:

- “… we sell more shirts than expected” (Herbert Hainer, adidas CEO)

- “Many adidas retail partners have reported a 200% increase in day one sales vs. last year’s kit launch” (Steve Marks, adidas’ Director Of Sports Marketing for Manchester United)

- Sales of the club’s shirts broke the existing Megastore record by almost 50% (Manchester United)

Though Hainer’s single comment on the United playing style hit the headlines, the adidas CEO is clearly keeping his eyes on the prize – profit. Whilst adidas’ Manchester United kit sales are off to a strong start, this is a marathon, not a sprint. Only with time and effective measurement will we know whether adidas have created lasting value for their shareholders over the full 10-year term.